The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, and Move the World from Where It Is to [Audiobook]

This book is for a very small percentage of business people. You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value. Instead, many people in business are trying to “not get fired.” Many people want to go to work, make a contribution, and go home. But Category Design is purpose-built for people who want to make an experiential difference, not an incremental better. Category Design is a business discipline that helps companies earn the majority of the value created in a specific new or different category of products or services. (Primary research on Category Design in Play Bigger, the first Category Design book, shows that in technology categories, one company earns 76 percent of the total market cap value created.) The 22 Laws Of Category Design is specifically tailored for entrepreneurs, marketing professionals, business leaders, solopreneurs, and consultants who “think different.” It challenges conventional business and marketing wisdom, teaching you how to leverage the power of Category Design to create new markets, dominate existing ones, and build lasting companies. Through powerful insights and practical advice, this book will give you a unique roadmap to defy conventional thinking and create categories of consequence.